The Walt Disney Company has one of the biggest, most passionate fanbases in the world. People tune in to listen to the quarterly earnings calls, spend thousands on Disney World vacations, and even make special trips for Disney’s Destination D23 Fan Events. Need we remind you about the infamous Figment popcorn bucket event of 2022? But the truth is, Disney needs all those fans to stay in business!
Magic Kingdom
Over the years, Disney fans have grown up with the company, and in that time, a lot has changed! Disney fans themselves have changed, too, and when Disney starts sending out new surveys (with some very specific questions), we take notice.
After returning from a recent visit to Disney World, we received an email invitation to take a Disney Parks survey. This isn’t the first time Disney has sent out a survey, but this one was a little different than the standard theme park-based questionnaires we’ve seen before. The first few questions were pretty basic, focusing on topics like Genie+, the transportation we used, and some other vacation-related subjects.
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From there, the survey pivoted to some interesting demographic questions. Disney asked a few standard questions, like “Which of the following groups comes closest to your yearly household income before taxes?” but also touched on streaming service topics, first noting, “It is understood that most streaming services allow for multiple profiles, streaming of varying content across multiple devices simultaneously under one account, and that sharing accounts is quite common.”
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We were then asked to identify the primary account holder for a variety of streaming services. There was even an option to indicate “Someone in another household,” a.k.a. password sharing. As a reminder, Disney recently announced it would soon begin taking a closer look at password sharing on Disney+. Could this demographic survey data help inform Disney about its audience?
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Disney seems pretty interested in how its guests spend their time outside the parks. Here, we were asked, “Which of the following social media platforms do you visit at least once per week?”
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Perhaps most interestingly, Disney also asked, “Which of the following places that you go to for news coverage is your most trusted source for news?” Among the list were organizations like the New York Times, the Washington Post, and local newspapers.
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A separate question asked, “Which of the following are places that you go to for news coverage?” The list was quite long and included both major news organizations and social media platforms. Could Disney be trying to learn more about people’s political affiliations here? Many people choose their favorite news source based on their political leanings, so knowing where their guests go for news would give Disney a good idea about the political demographics of their fans.
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The survey had several questions to drill down on demographics, including, “Do you or anyone in your travel party identify as a member of the LGBTQIA+ community?”
Here, Disney asked if we were a Disney Visa cardholder, Club 33 Member (we wish!), or a Costco Member.
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As we mentioned, this isn’t the first interesting survey we’ve seen from Disney. Recently, those who visited the Star Wars Hotel were given exclusive access to a detailed survey on guest experience, personality, and more, sparking theories about what Disney may do with the Galactic Starcruiser.
Star Wars Hotel cabin
Between the subtle password-sharing questions and the news source questions, it seems Disney is trying to learn more about its fans. What could this mean for the future? We’ll have to wait and see! In the meantime, we’re always on the lookout for the latest Disney news, so stay tuned for more.
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I think Disney is trying to get a handle on how damaging their Woke Agenda can be having on business. I think they will be surprised how deeply cross sold many of the more traditional parents and grandparents are today. Many of us grew up with The Wonderful World of Color, hosted by Walt Disney himself. We still love and adore that man, and have more than a typical consumer reaction when a beloved product is being changed for the worse.
A lot of intrusive personal questions that have nothing to do with going to the parks
I’ve completed many Disney surveys. This one seems to be asking very personal questions and prying into people’s private lives. I would most definitely not complete this survey. I believe Disney has crossed a line here.
However, from what I’ve seen on Facebook, people love to answer questions and most would have no problem answering these. Not me.
How odd the “most trusted” doesn’t include Fox News and “I distrust them all equally.”
I wish they would send me that survey. Also wish they would put a comments section in their surveys.
I wish there was a way to volunteer the info on this survey. I would LOVE to give them my opinion!
I think Disney should ask questions like how can we improve your stay. How can we make it more entertaining and enjoyable since all they do is raise prices. Didn’t they learn to stay out of politics publicly. I believe they are asking all the wrong questions for the wrong reasons.
When any company gets involved in politics it is usually a loser for both sides. DeSantis came off as vindictive and Disney lost a valuable Reedy Creek District designation. The other losers are the shareholders. In my opinion, Disney has no business asking about my political beliefs, so I would never answer those questions. When we spent a week this past month at Old Key West, (one of our fave DVC resorts), we went to Disney Springs, Daytona Beach and Universal. Whether I’m at the ballpark, a concert or an amusement park to have a good time, I don’t want to be thinking about the venue’s political agenda.
I agree with all the above comments! These questions, IMO, have crossed a dangerous line. Has Disney learned NOTHING in the last couple of years? Disney – you are in the ENTERTAINMENT BUSINESS, not running for political office. Asking about my politics is no bueno. I would never answer these questions. What does any of this have to do with running a theme park? How will answering these questions make my visit to Disneyland/California Adventure better? Really, get a clue.